The Newcastle Show
Event marketing for a time honoured Newcastle tradition.
Each year across three days, country and city come together to enjoy agricultural competitions, animal experiences, entertainment, carnival food, specialty market stalls, and much more. The rich variety on offer makes it the perfect event for anyone and everyone, with attendees congregating from the Central Coast and the wider Hunter region to celebrate rural traditions alongside local business.
pepperit were approached to manage media, both social and PR, as well as a handful of design
pieces and EDMs. Included in the brief was the Sponsorship Prospectus showcasing the opportunities for partnerships offered to local businesses.
An unexpected delay of the website build by third parties meant that the official launch to the public would be delayed. Pepperit flew into action to create a brand new website in just 10 days.
Our design team created an updated 2025 logo and brand guidelines to keep the creative direction consistent across all platforms. As the project progressed, opportunities for pepper to be more involved in the overall marketing of the show, as well as expand our mandate to create the show maps, schedules, and signage, meant that our scope now streteched across creative, PR and advertising.
We revved into gear to create content for local publications, EDMs, and social media, highlighting the activities and attractions across the three days. Everything from Musical Acts, Dogs Day Out, and Woodchopping received a special shout-out to appeal to a wide audience.
Ticket giveaways and social media influencers were deployed within the last few weeks to create FOMO and encourage ticket sales before prices increased.
Place-based advertising at Charlestown Square drove awareness to families in Lake Macquarie and the Central Coast.
Alongside the event management team at The Newcastle Show, we achieved the ultimate goals of attracting sponsors to achieve budget, and attendees to surpass last year’s attendance.
Important metrics that were noted across the campaign:
- 1.685M social media views, with over 1M of these driven by organic strategy.
- Influencers attracted an additional 36K views across just two weekends.
- The Show website received over 250K impressions in just three months.
“The excitement leading up the Show this year was palpable. The combination of advertising in the real-world, combined with a solid PR strategy, and social media and influencer support, successfully promoted the Show to a new and diverse audience.”
– Rhonda Campbell, Marketing Coordinator, Newcastle Show
- Graphic Design
- Website Development
- Email Marketing
- Social Media Management
- On-ground Activation
- Content Strategy Development
- Public Relations
- Advertising Strategy
